To try to envision the future, the wine industry must start with the challenges it is currently facing. Take, for example, the “alcohol and health” debate, in which, according to Piero Antinori, wine “needs to be better explained; we need to communicate more: today, 30 billion bottles are produced worldwide each year. It would be enough for each producer to “levy” a few cents per bottle to put together a large communications budget” to “launch a global educational campaign”. But also, as Sandro Boscaini points out, we have been “too inward-looking as a wine industry”, so “enough with self-praise, enough with egocentrism: we must approach wine with a modern perspective, that is, with more lightheartedness”. Of course, climate change and its effects, argues Angelo Gaja, and the decline in consumption, which “we shouldn’t worry too much about. Certainly, in traditional markets, consumption may still decline, but that’s because it’s still high”, and “we must explore other markets, in Asia and Africa, where consumers may drink higher-alcohol beverages, and establish the value of wine”. And “if today the market is looking for more white wines, more sparkling wines, and lighter wines, we’ll follow the market”, notes Fausto Maculan, “just as we’ve always done”. These are the reflections of the “four tenors” of Italian wine, from “VinoVip Cortina” by “Civiltà del Bere”, which also honored Marilisa Allegrini with the “Khail Award.